MANILA – This year, Manulife, in partnership with J. Walter Thompson Philippines, created a campaign that celebrates their 110 years in the Philippines.
Titled ‘Stand Up,’ the ad centers around a typical scene in a comedy club where a stand up comedian tells jokes in front of an audience. The comedian tells a series of jokes that are interspersed with how his stand up comedy act began by testing his material in front of his family, particularly his father.
The ad’s protagonist starts out as a banker, but is so bad at it that he is fired by his boss. When he tells his parents that he wants to try out being a stand up comic, his mother warns him of possible failure but his father still supports his decision. Even as the comedian shares that his career choice is challenging, the ad seems to take a dark turn… only to wind up with more lighthearted flair.
“We’re in a business that is largely built on relationships–with our clients, our insurance advisors, our employees.” said Melissa Henson, Senior Vice President and Chief Marketing Officer of Manulife Philippines. “So we wanted to launch a campaign that celebrates the many relationships that allowed Manulife to serve Filipinos for 110 years.”
‘Stand Up’ kicks-off Manulife’s anniversary campaign. “Bira lang nang bira,” the comedian quips, as he remembers the words his dad always told him. For Manulife, tapping into the Filipino’s fondness of humor is a welcome way to capture the hearts and the happiness of the entire country.
In the wake of the recent wave of ads that have capitalized on emotional moments and ‘hugot,’ ‘Stand Up’ is a welcome change of pace that will, at the very least, leave you smiling.
